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NONE: Re: ONLINE-ADS>> Angela Kapp, Estee Lauder session at Ad Tech
Re: ONLINE-ADS>> Angela Kapp, Estee Lauder session at Ad Tech
Kristine Loosley (kris_at_concentric.net)
Fri, 23 Jan 1998 11:55:23 -0800
Molly, your case history of the Avon goals is very enlightening. However,
I somewhat disagree with both you and Danny in regards to bringing people
online as a method of populating a site.
Think about it this way. A company has spent millions building a site.
Sure, they can fight for the attention of the 20 (30) (40) million people
online now OR they can figure out smart ways to integrate access into their
offering so it brings people to their site.
Now, Danny equates this to giving away a car to get people to content.
Pshaw. Here at Concentric we routinely give away a free month's access. If
you wanted to bring people to your site and were willing to send them one
of my startup disks preconfigured to drop at your site, I'd love it and
would probably PAY YOU if any of "your" customers stay online past the
trial period. (Please note that there are economies of scale in producing a
custom browser. Would I do it for Avon? Of course! For one Avon lady?
Couldn't afford it.).
The case study that is most illustrative is Intuit. They surveyed Quicken
customers and found out that a very low percentage were online. They
started including Internet access kits in their boxed products, defaulting
to qfn.com. Lo and behold, traffic on qfn went way up, Intuit customers
were able to get help and upgrades online, customers love it and it more
than pays for itself in a metric I'll be happy to explain to anyone who
wants to listen.
Look, people want to get online. They are asking for a reason to get
online. "Because it's cool" isn't quite compelling enough. Now tell a new
mom she can get tips on how to cure diaper rash, a place to chat with
mothers of other new babies, how to potty train, save for college, etc. on
a parent-oriented site that is the default start page that comes on the CD
bundled with a tube of diaper rash ointment. She may like the idea of
getting online. She has a reason! And, again, given the metrics possible in
a joint marketing arrangement, the program can cost next to nothing. Sure,
a lot of CDs will go in the trash. But a lot will go in machines and to
your web site. Make the site compelling enough that the audience won't
leave and ... you've got a default-start-page customer -- the most valuable
in the business because he/she hits you EVERY time and hits ads more often
than on a site he/she is visiting for research, entertainment, etc. (The
rationale there is that if a customer starts on my page, it's likely that
they've just logged on. If I hit them THEN with a compelling ad, the
clickthroughs are enormous versus clickthroughs on any subsequent page. Get
'em before they're off doing what they logged on to do...).
Kristine
Kristine Loosley
Director of Online Services
Concentric Network Corp.
kris_at_concentric.net
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